Spending money on clicks that don’t lead to a conversion is one of the worst things that can happen, especially on LinkedIn due to the high average Cost Per Click (CPC). The key to quality leads and conversions is solid targeting, and LinkedIn provides that incredibly well for B2B advertisers.

When you create a campaign in LinkedIn it is easy to put everyone you want to target in the same campaign and run ads to them; but what happens when ads don’t perform well? Or you want to change audiences? Separating audiences into smaller campaigns is one of the best ways to control your account. It is better to have 10 small campaigns, instead of 1 giant audience because you have more control and can make better conclusions by comparing the smaller audiences.

As ads run it is easy to make changes, turn off audiences, and shift budget to higher performing campaigns, which lead to higher efficiency and control. All this in return will give you more conversions, and in the end, more sales.

Here’s an example from one of our clients targeting consultants. Advertisers are often content by creating one giant campaign that targets all of the job titles relevant to the business, like this:

Job Titles

• Consultant
• Personal Coach
• Business Consultant
• Business Coach
• Life Coach
• Marketing Consultant
• Personal Trainer
• Fitness Coach

When creating this audience you will find that these titles match more than 1 million professionals, but they are all in one campaign. Instead, we broke them down like this:

General Consulting Campaign (Titles):

• Consultant
• Life Coach
• Personal Coach

Business Consulting (Titles):

• Business Consultant
• Business Coach
• Marketing Consultant

Fitness Coaching (Titles):

• Personal Trainer
• Fitness Coach

Using campaigns that have smaller audiences are easier to track, make changes to, and learn from. After using campaigns like this, you will better understand your audience and have better engagement. When you understand how your audience engages with you, you can then make audience specific content to maximize engagement.

This strategy can be done with any targeting facet. Have a lot of Skills or Groups? Break them down into smaller campaigns so you can get an idea of what exact Skills, Groups, Titles, etc. are performing good or bad. This will allow you to make better decisions on what to cut and what to keep.

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